Mobile-only Internet users a growing audience

More and more people are accessing the Internet only from their mobile devices, particularly users in emerging markets, found a recent study by On Device Research.

Marketers now have a new audience to address - the mobile-only Internet browsers.

In Africa and Asia, two of the world's emerging markets, the limited availability and cost of fixed-line Internet access pushes many to log on via their mobile devices.
On Device Research's global study found that 50% of mobile Internet users in those countries only access the Internet via their mobiles.

Meanwhile, in developed nations such as the U.S. and U.K., one in five mobile Internet users now only access the Internet on their phones.

Mobile-only Internet users in emerging markets tend to be young and middle-class - almost three-quarters being under the age of 25, found the research.

However, the profile in developed nations is different. Over three-quarters of U.S. users, for example, are over the age of 25 and are more likely to be in a lower income group.

"These mobile-only Internet browsers are the next frontier, and are a glimpse into the next billion of connected consumers. In emerging countries, fixed-line Internet is being completely bypassed by mobile users," said On Device Research managing director, Alistair Hill.